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TikTok Marketing Strategy: Do You Need It For Your Business?

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With more than 1.2 billion daily users, TikTok has become a social media phenomenon. Self-described as the leading destination for “short-form mobile video,” a significant 47 percent of its users are under 30 (with nearly 25 percent under the age of 20). Its popularity is prompting companies to ask if they should position their brands with this audience. Unlike other social platforms, TikTok’s algorithm rewards its content first (instead of building a follower base and having only a fraction served your content). Since you do not need to have followers for your content to be seen, this gives brands a big opportunity to get their “tiktoks” in front of their target audience. If you are looking for a way to increase brand awareness and engagement, while also building a loyal following within a young audience segment, TikTok might be right for your brand. But like any social platform, it is critical to have the right knowledge and right strategy in place. Is TikTok Right for B2B Marketing? The truth is, there is no definitive “yes or no” answer to this question. Just like any social platform, it is critical to have the right knowledge and strategy in place. Organizations and marketers should be asking key questions regarding goals and objectives they wish to achieve, and develop a marketing strategy to support them. Here are some things to consider: • Who is your target audience? Do you see potential overlap with the TikTok demographics? • Authenticity and creativity lead the way on TikTok, versus scripted or polished video content. Is your brand comfortable thinking “outside your current creative box?” Videos on TikTok are meant to be entertaining, engaging and personal. Do you/your marketing team have the bandwidth to create such content? • People rule over brands, meaning individuals producing content tend to be more popular than actual brand accounts. Many companies are finding success with TikTok by partnering with influencers or participating in hashtag challenges. • Do you have a brand standard or persona? Brands who lean more “traditional” or employ a more serious tone of voice may have more of a challenge embracing TikTok’s quirkier content. • The TikTok algorithm rewards those posting multiple times a day. This can be a challenge for many brands who may already be struggling to create relevant content just 1-3 times weekly. • Look at your current content on your other social channels. What is resonating with your audience? Do you have a blog? You may be in a good position to creatively repurpose that content into “snackable,” entertaining bits for TikTok. Think short and sweet, videos less than 60 seconds are favored. Advertising on TikTok TikTok provides five options for advertising, including sponsoring a branded hashtag challenge and in-feed video ads. Within their ad manager (you must register and create an account), you can select audience targets or create custom audiences. Advertising costs on TikTok typically start at around $10 per CPM (cost per 1,000 impressions), with a minimum campaign spend of $500. High-impact format ads like TopView ads can be significantly more expensive, with costs varying depending on targeting, format, duration and competition. We recommend you check with TikTok for current pricing on premium ad formats. You will recall that the majority of TikTok users are Millennials and Generation Z, so consider this before investing if your demographics do not align. The Long and Short of It It is important to note that just because a social media platform is popular, it does not necessarily mean it is right for your business. For manufacturing and tech companies, many of which have limited marketing resources, platforms like LinkedIn and Twitter may make more sense. Remember that social media requires strategy and commitment to quality content. If you have limited bandwidth, choose a platform or two to start, and serve those audiences first. TikTok is likely here to stay, which means you can watch, learn, and research if the platform is right for your organization. Power Up Your Social Strategy If you’re looking for a B2B marketing agency partner who can help you with your TikTok marketing strategy and/or social media strategy, contact us today. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Learn more about our social media marketing services and let’s talk.

A Marketing Guide: Creating a Website Privacy Policy Checklist for Your Business

Website Development, Websites / By

In today’s digital age, where data is the backbone of business operations, online privacy has emerged as a critical concern. With an ever-growing emphasis on data protection and compliance, businesses must prioritize safeguarding user information to maintain trust and mitigate risks. This holds true for B2B enterprises, where sensitive data exchange is common. The stakes are high when it comes to privacy for B2B businesses. Breaches can lead to significant financial loss, reputational damage, certification compliance issues, and legal repercussions. Customers and business partners expect their data to be handled with extreme care, and negligence in privacy measures can have far-reaching consequences. As the digital landscape continues to evolve, businesses must proactively address customer and visitor privacy to stay ahead of the curve and protect their interests. Our digital experts have developed a website privacy policy checklist that serves as a practical guide for marketers, helping businesses navigate the complexities of data protection, compliance and user trust. Of course, your marketing team should also be in direct communication with your legal team, to ensure accuracy and compliance to your business operations and locations. Check out our tips below and contact our team who is ready to help with your B2B marketing needs and questions. Website Privacy Policy Checklist – Five Steps Whether you are an established business or an emerging start-up, this website privacy policy checklist can help minimize the risks associated with mishandling data, and is a great starting point to help make your online activities compliant with legal requirements. 1. Conduct a Privacy Audit A privacy audit involves an assessment of your website’s data collection, storage, processing, and security practices. It helps you understand what personal information you collect, how it is collected and how it is used and shared. A thorough audit will also detail your current privacy policies, cookie usage, third-party integrations, and security measures. Our digital marketing experts can support this assessment and provide proactive insights and recommendations that can help you mitigate risks. 2. Develop or Review Privacy Policies Privacy policies serve as a written statement that outlines how a business collects, uses, stores and shares user data. Privacy notices are concise notifications that inform users about specific data collection activities, such as the use of cookies or third party tracking. Both play a vital role in establishing transparency and trust with website visitors. But crafting clear and legally compliant privacy policies and notices can be a complex task, especially for B2B businesses that may have unique data processing requirements. Your management, website team, and legal department should work collaboratively on developing a comprehensive privacy policy, which often includes: • Data collection – a statement to clearly explain what types of personal information are collected from website visitors, such as names, email addresses or browsing behavior• Purpose of data collection – an explanation of the purposes for which the collected data will be used, whether it’s for order fulfillment, communication, personalization or analytics• Data sharing – disclose whether or with whom the collected data will be shared, such as third-party service providers, business partners or affiliates• User rights – outline the rights of users regarding their personal information, including the right to access, correct, delete or restrict the processing of their data• Opt out processes – explain to users the correct process to follow to request their information be removed from business databases and tracking as applicable to your site• Security – describe the measures in place to protect user data from unauthorized access, discourse, alteration or destruction A B2B marketing agency like Stifel Marcin can provide expertise in your website structure, development and processes, working with your legal team to assist in navigating privacy regulations. 3. Cookie Management and Consent Your website privacy policy checklist should include documentation of your cookie tracking and management practices. Cookies are small text files that are stored on a user’s device to track their online activities. It is important to manage cookies responsibly because they can collect sensitive information and impact user privacy. In many cases, the best approach is to obtain informed and explicit consent through the use of a third-party cookies function control or custom solution, triggering a pop-up message on a user’s site entrance. Regardless of your approach, businesses should demonstrate respect for user choices and their right to control personal data. When implementing cookie consent notices/banners, again, transparency is key. Clearly communicate to users what types of cookies are being used, their purpose and how the collected data will be used. Providing consent options allows users to choose which types of cookies they want to accept, giving them control of their privacy preferences. It is also important to maintain a record of user preferences, as this ensures compliance and allows users to easily manage and modify their consent settings. You can read more about cookies in our article. Stifel Marcin can assist in designing and developing user-friendly consent banners or installing cookie-related plug-ins that align with best practices, working with your team to establish processes for recording and managing user preferences. By leveraging our digital marketing knowledge and experience, you can understand the complexities of cookie management and consent effectively, maintaining user trust and meeting privacy obligations. 4. Implementing Data Protection Measures Customer data is valuable and businesses have a responsibility to protect it. Implementing data protection measures involve a combination of technical, organizational and procedural safeguards to ensure confidentiality, integrity and availability of customer data, including: • Security of data storage – employing secure servers or cloud platforms with strong authentication mechanisms and encryption protocols can help prevent unauthorized access to sensitive data. Encryption protects data both at rest and in transit, ensuring that if it is intercepted, it remains unintelligible to unauthorized parties. • Access controls – businesses can restrict data access to authorized personnel only, minimizing the risk of internal data breaches. Strong authentication measures, like multi-factor authentication, add layers of security to restrict access to authorized individuals. • Data backups – by implementing automated and regular backup processes, businesses can retrieve information in the event of a data loss or a security incident, minimizing downtime and data loss. • Plug-in updates – plug-ins, an extension of features and functionality added to

The Advantages of HTTPS

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Some URLs start with HTTP:// while others start with HTTPS://. What’s the difference and why add the extra “s”? The extra “s” stands for secure, and it is used by websites that require “sensitive information.” Traditionally, people considered sensitive information the type of data that might be related to financial transactions, but in today’s digitally focused world, thinking has extended the idea of what personally identifiable information (PII) really is. Information like your name, phone number, address, IP address, usernames and driver’s license number are all considered PPI. Security. Security. Security. For several years, Google has taken steps to make the web a safer place for everyone and reward websites that are using the secure protocol of SSL (Secure Sockets Layer) with better rankings. Its browser, Chrome (the world’s most popular internet browser), flags websites with forms as non-secure if the https is not configured. The Google flag signals your visitors that your site is potentially unsafe, thereby deterring people from conducting business with you. Search engines like Google take security very seriously, and so should you. Most industrial manufacturing websites receive more than half of their traffic from a search. If you haven’t made a move towards a secure site, you may start to experience a drop in your daily and monthly traffic stats, meaning fewer leads, fewer quotes (RFQs) and lower sales. Advantages of HTTPS include improved web site ranking, data validation, protection from phishing and other data breaches and much more. If you still think that your website does not need HTTPS or that it costs too much money for you to implement – think again. Affordable Protection You Can’t Afford to Be Without. While HTTPS is not free, it is certainly not going to break the bank. To get a certificate, you must purchase it from a reputable sourcing vendor, called a certificate authority. A project called SSLmate provides one-year SSL certificates as cheaply as $15.95/year per domain. They offer other pricing structures for securing multiple domain names or sub-domains. Another recognized project that offers free certificates is Let’s Encrypt. SSLmate and Let’s Encrypt require that you have some general expertise in web programming and server management to install the certificates. If you do not have the time or ability to use these cheaper SSL implementation services, there are other routes you can take. These options are a little more expensive, ranging from a few hundred dollars to a couple thousand from reputable certificates authorities like Comodo, GoDaddy, GeoTrust, Thawte, DigiCert, Entrust and Network Solutions, among others. Offerings from these certificate providers are very similar, and the cost will depend on your needs. Upon purchase, and depending on the type of certificate selected, the SSL certificate may be issued instantly, or it could take up to 2-3 business days to receive. Reliability is Key No matter what route you choose to pursue, be sure that you select a reliable SSL certificate provider. When it comes to reliability, the price isn’t always an indicator of trust, and some of the more inexpensive certificates are considered to be just as good as others. Differentiators to look for often include customer service, easiness of installation, and speed in the issuance of the SSL certificate. Key Takeaways The advantages of HTTPS are numerous and the investment in a reliable SSL will pay dividends. Customers want to know that they’re conducting business with an organization that protects their identities and PPI. HTTPS not only secures data but gives your web site an SEO rankings advantage and makes your site feel more trustworthy. If you are looking to explore the advantages of HTTPS and make your site secure –retaining that traffic and lead generation you’ve worked so hard to build – give us a call at 860.659.0777 or fill out the quick contact form. Our team of industrial SEO experts can help you maximize the return on your website. Contact us today. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about HTTPS and website security, we can help. Reach out and let’s talk.

The Value of The Manufacturing Directory Thomasnet® in Manufacturing

Leave a Comment / ABM, Websites / By

With so many online tools, marketing platforms and media options, the resources available to manufacturers to market their company and generate leads is greater than ever. However, as options expand, so do the performance metrics that need to be evaluated to identify which marketing dollars are leading to return. Most veterans of the manufacturing space know about Thomas Register®, now ThomasNet. This former “yellow pages for manufacturing” has been around for decades, and their promotional tools and packages have struggled to evolve alongside today’s marketing and sales technology. Despite a revamp of the ThomasNet industrial suppliers directory in 2019, a quick search online shows that many manufacturers are frustrated with the limitations and trappings of the ThomasNet supplier search engine. Often, businesses report spending more and more money while not increasing their ROI. In recent years ThomasNet enlarged its platform and expanded its offerings to include more services. From online business listings to website design and even content development, this supplier search engine offers packages to handle these activities on your behalf. But time and time again, our clients report these services are highly templatized. In the world of B2B marketing, a stamp-and-repeat approach simply does not work, and can ultimately leave you with a website, search engine optimization, content, and marketing materials that don’t work effectively together. While ThomasNet has worked to position itself as a marketing and advertising agency for manufacturers, it is important to understand that agencies like Stifel Marcin are not competitors of this supplier search engine. Stifel Marcin offers a holistic approach to your marketing, customized solutions, and expertise that the industrial suppliers directory ThomasNet and its competitors simply cannot. We apply our team’s B2B marketing expertise to your company, your products, your services and your marketing goals. Our plans are tailored to your needs, and there is no “one size fits all” mindset in anything we do. Our B2B digital, content, marketing strategy and SEO capabilities are run by people who work like an extension of your company – your in-house marketing team that happens to not be “in” your house. Please note, there are times that ThomasNet can fit well into a marketing strategy, and for some companies they can generate leads and sales. This article is intended to provide insight and transparency, and we’ve compiled a series of tips to help you evaluate the value of the ThomasNet supplier search engine in your marketing. 1. Agency Website Development Services Build for Total Ownership While ThomasNet Database Can Limit Owner Control Manufacturers can sign on with ThomasNet to build their website and take care of updates and changes. This supplier search engine develops and integrates its websites into their backend databases, templates and network of directories. Often, this means they are building your website, but the backend is driving to their web properties. Most lead generating forms go through their system, placing ThomasNet as an intermediary to your leads. While this approach may make sense for some, it leaves you with a build that is highly-reliant on staying with ThomasNet. Often, working with another marketing partner to make changes or updates may be difficult – or even impossible – to do. There is virtually no option to move away from this supplier search engine as your website relies on your platform. If you use their website development services, you cannot download your site and move to another platform, without extensive rebuilding efforts. With Stifel Marcin’s website design services, your site – its text, images, optimization and databases – are all yours. These are tangible deliverables you control. Some ThomasNet customers reported that they feel as if their site is “trapped”. They must pay their fees to this supplier search engine in order to retain limited control of the site and the lead generation from it – no matter what the ROI is on that spend, or what other outside business factors that may be affecting a company’s marketing budget. Stifel Marcin has built our operations to act like your partner. Our marketing, SEO and web development teams collaborate with you to understand your business. We digitally-position your brand to maximize your return on the project and align your business for growth for years to come. 2. The ThomasNet Industrial Suppliers Directory vs. Organic SEO Services Organic search engine optimization (SEO) has changed how everyone does business. It levels the playing field in a way, favoring the relevance of your page content in the rankings. If your website and its content are developed correctly and include the right search keywords and phrases, you can place alongside competitors – and even surpass them in rankings. The beauty of SEO is that, when done well, you continue to reap the benefits of it long after you put the work in. Web pages, blog posts, educational content, and more can all continue to generate relevant traffic to your website if you have a thoughtful SEO strategy employed by experts who know what they are doing. ThomasNet claims it will help you rank on Google or Bing for keywords most relevant to your business and your offerings. But many companies find that, more often, their system ranks and drives traffic to their own web properties – listings on the ThomasNet industrial suppliers directory – as opposed to your company’s website. At Stifel Marcin, our search engine optimization is focused on enhancing the organic visibility of your website and its pages. Our experts work to ensure the copy on each landing page is aligned with a comprehensive keyword strategy. We create clear sales funnels and user experience paths. The goal is not only to increase traffic, but to increase the quality of that traffic, and to drive leads for your business. Our track record is proven – with two decades of industrial marketing and web development expertise. 3. A Data-Driven Marketing Approach Over ThomasNet Industrial Suppliers Directory Placement ThomasNet industrial suppliers directory pricing is usually based on the competition in your category. Often, there is little choice on what you will spend. Some of our clients have reported an approach like this: If you

The Rise of B2B E-Commerce

Leave a Comment / Lead Gen Tactics, Websites / By

Tips on How to Turn Your Existing Website into a Sales Generation Tool In recent years the growth of digital engagement has grown dramatically, as have customer expectations for what a digital experience looks like. These changes have presented challenges for some B2B organizations, which have had difficulties integrating new technology into existing sales processes. With a systemic shift in the way organizations are doing business, B2B e-commerce platforms and strategies not only continue to rise in popularity, but in many cases have become a necessity. Sixty-three percent of U.S. employees work remotely some or all the time, a number which averaged more than 40% even before the pandemic. This is fertile ground for B2B companies to reach target prospects. Many manufacturers are in a unique position which allows them to turn their existing websites into B2B e-commerce tools – increasing their sales and supporting production lines. With people’s social and digital platform interactions being redefined, B2B marketers need to consider how their websites and lead pipelines can be reengineered to reach prospects and convert them to sales. Set-Up Your Website for B2B E-Commerce Success Now is the time for B2B companies to explore ways to make their website, and its e-commerce functions, user friendly. Most manufacturer sites are already rich with product details and the technical documentation that engineers and purchasers need. Whether you have an existing product database that supports your website content, or you have static content, many B2B organizations are in a unique position to integrate e-commerce functionality. Work with your web development team and your sales team on ways to add e-commerce functions. Most often those additions will fall into two categories: The Rise of Resellers & An Amazon-Like Approach While many manufacturers and B2B organizations have worked for years with distributors, there has been strong resistance – by some – to reseller platforms. Much of this resistance is well-deserved, and most of us marketing veterans have heard of problems with pricing and inventory management using outside resellers. However, times are quickly changing, and the need to provide e-commerce solutions has become more critical. Platforms like Amazon have already primed themselves for increased activities in the B2B sector and have addressed (or at least made more apparent) the challenges faced by some manufacturers selling on their platform. For companies that don’t have the resources to build a B2B e-commerce solution internally, the proven technology and advertising capabilities of an organization like Amazon may be a good choice that will let you respond quickly to prospects’ demands for pricing, information and purchasing. No matter what your opinion of companies like Amazon, many manufacturers will need to develop an e-commerce solution that prevents the loss a critical marketing share – because winning that business back from competitors who work with Amazon will be costly and difficult. Make Your Website User Experience Customer & B2B E-Commerce Friendly According to Garner®, approximately 77 percent of B2B customers find the typical buying process complex and difficult. When it comes to e-commerce for B2B websites, the customer journey needs to be user friendly, fast and clear.  First, this means building a website architecture that is understandable, easily navigated, and allows users to quickly find the right products and right information to support their purchasing decision. Product filters, clear categorization, and minimal clicks are key. But, this also means establishing trust in your brand and transparency in your pricing, so that your target prospects are willing to complete B2B e-commerce transactions. Many B2B companies find online pricing difficult, often because orders are based on volume, and because detailed variables (sometimes which are apparent until late in the order process) affect total costs. But difficult does not mean impossible, nor does it mean it shouldn’t be done. With the need for solutions for e-commerce for B2B rising, solutions that provide customers with an understanding of the variables that affect pricing may be enough. For others, this could be a simple scaled pricing model, where the prospect would get a general idea about costs and would then get a final quote from a sales representative. Automated Increases to Support Customers Very few B2B organizations can fully-eliminate the need for people in the sales process, even with the best e-commerce solution. As you build your e-commerce for B2B capabilities, look at how you will support customers during the purchasing process, both with order-related and technical questions. Often dedicating a small amount of human resources (sometimes even the same people who answer customer questions on the phone), can yield good return as large portions of the process remain in the e-commerce system. The growing usage of chatbots will likely be important for many B2B e-commerce websites. Chatbots provide 24-hour service, instant responses, and gather information on your behalf. These functions are in fact robotic software, with algorithms that support data-based responses, identify customer needs and help with some common questions. As with B2C e-commerce websites, B2B e-commerce websites chatbots can provide detailed and specific information – such as available inventory, the projected date of completion, invoicing, account standing information, and all historical information related to an account. AI learning continues to advance these functions every day. Customer Follow-Up & Nurturing E-Leads To further enhance the customer journey, and ultimately increase sales conversions, B2B companies can establish interactions between ERP systems and e-commerce websites for clear visibility of customers’ orders. As you ramp up your sales via e-commerce solutions, B2B buyers will need support about their purchases. From communications about shipping times, invoicing and even follow-up communications on quotes that never turned into orders – relying on software to help improve the customer experience and follow up with leads can increase sales in the long-run. Also, self-service online payment solutions for B2B buyers will be valuable. Emailed invoice reminders or online payment collection functions can help empower your target prospects to pay their invoices independently while reducing time-consuming work and manual order processing for your accounts receivable department. Security & Compliance in B2B E-Commerce As with B2C, B2B buyers need assurance that their personal and corporate data is protected. This means establishing best practices in security, maintaining every aspect of your website’s backend and

Why Creative 404 Pages are Important Tools in Your Toolbox

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When asking the question “why are 404 pages important,” just think that this error page could, in fact, be the first impression a user has of your site and brand. Website 404 error pages appear when a user tries to access content that does not exist on a server. This can occur when content (page files) is deleted or changed, and a redirect has not been properly coded, or when a user simply enters a URL incorrectly. Creative 404 pages not only help the user find the content they need, but it is a chance to display a little about your brand, or even an opportunity to get that person into your sales funnel. Our creative team has put together some hints and ideas to improve the value of your website’s 404 error page. The Value of a 404 Page for the User Experience Anyone in marketing and web development will tell you that avoiding broken links is critical. The last thing you want as part of your user experience is for a customer to come across a page link that doesn’t exist, or a 404 error result. The standard screen for a missing page looks like the image below – a plain white page with auto-generated text that equates to a big OOPS. For the user experience, it means your site visitor has reached a dead end. They need to self-solve this issue, navigating using the “back” button on their browser, or going back to your site’s home page directly in the URL. However they solve it, in addition to their first impression of your brand being just a white page, your site hasn’t helped them move forward, thus showcasing just why a 404 page is important in the customer journey. While complete avoidance of 404 pages would be ideal for the user experience, there is undoubtedly going to be a time when a user sees this page. It could be deleted content still indexed on search engines, a bad link from an outside site, or just a plain old mistake. 301 redirects can help here, which are set up by your webmaster and “redirect” the user from one page to another. These are manually configured in site files, and basically tell a search engine or the server “this page is old, and this page replaces it”, and automatically redirects the site visitor to the new, replacement page. If you are launching a new website, you’ll want to use 301 redirects to avoid issues. In Marketing Everything is an Opportunity As a full-service marketing agency, our team is always searching for unique ways to convey your brand and its benefits. First, we want to fix all those broken links to decrease the likelihood that a user ever reaches a 404 page (hint: as a first step, you or your webmaster can run a broken link checker). But we think a 404 page is also a branding opportunity. This is where creative 404 pages can really pay off. Site owners have control over 404 pages, meaning you can create a customized page and design to make sure that your “error page” feels like a part of your overall site. We often suggest that a website 404 page displays links to other suggested (working) parts of your site, helping your visitors access the content they need and giving them the resources and tools to move on from the error. The design of the page immediately shows the user they are in the right place (not a blank white screen) and then works to solve the problem. Better yet, consider having a little fun with the mistake. People know that, for some reason, the page they want to view is not available. Use this as an opportunity to say something about your brand. Give your organization some personality with a fun message or icon. You don’t need to be over-the-top, but don’t underestimate the value of showing your company is more than a faceless corporate entity. Potentially you can point the user to the information you most want site visitors to see – maybe you can tell that by the folder URL they have accessed – and you can lead them into your sales funnel (even if it starts with a 404). Below are a few examples of sites with creative 404 pages. These organizations have made sure that – while they hope viewers won’t find a mistake – if someone does, their site is not leading them to a dead-end. Dropbox helps users to find the information they were looking for, but limits the amount of page options it redirects users too. Salesforce takes the missed opportunity to show viewers a demo video of their product offerings. LEGO® takes a fun approach with creative 404 pages, using some of their characters to visually show that something has gone wrong. Why a 404 Page is Important for Search Engine Optimization While giving personality to your brand and helping your site visitors find the content they need is critically important, ensuring your site is optimized with redirects is just as important. Dead pages indexed by search engines, or high bounces from your website, can negatively impact your site’s position and performance. Marketing Focused on the Details As a B2B marketing agency we are focused on the details – regardless if they are technical engineering specifications in a brochure or customizing your website’s 404 error page to improve the user experience. From web development to search engine optimization to branding and more – contact us to discover how we can help your organization Power Up Your Marketing. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans

Manufacturing Website Design

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B2B Web Design vs. B2C Websites B2B websites are different than “retail” websites. There is more content, more specifics and a stronger need for branding. Manufacturing website design means promoting a company’s capabilities and products, defining that business’ image, and effectively illustrating what makes you a leader in your field. Industrial, technological, medical and life sciences, and manufacturing website design must present a lot of information very quickly including product specs, order capabilities, customization and more. Combine that amount of information with the fact that people only read about 30 percent of the words on a web page, and you can see the challenge. Website design for a B2B organization needs to highlight the key facts quickly. The Importance of Keyword Research and Refinement Keyword research helps marketers determine which “key words” or best phrases can be used to help reach your right target audience. Once you have key data points, you will want to expand and evaluate. If some terms are too broad (or too expensive), look deeper at the opportunities. Are more specific phrases available with good search traffic volumes? Are some keywords showing lots of search traffic and relevancy, and we should explore similar phases, synonyms, etc.? One effective strategy to help determine keyword viability is to simply conduct a Google search – see the results that appear and be sure what you expected to appear is what is displayed – and appropriate for your marketing goals. If more than 50 percent of search results are not relevant – especially when using a long tail B2B keyword phrase – this should be a signal. Either you have identified a great opportunity, or you are not using the right phrase. The more irrelevant the expected search results are, the more likely the target that you want is going to change their search query and re-check a new phrase. Getting a final keyword target list is a time-consuming process. It takes evaluation, review, additional research and discussion. Check out our blog post for more about keyword research and how we can help maximize your targeting.  Doing It Better Stifel Marcin has developed an extensive portfolio of industrial, technological, medical and manufacturing websites including: We understand how to drive leads, and more importantly sales, to your websites. We Speak Manufacturing Our technological and manufacturing website designs target the right audience. Our designers and search engine optimization experts understand the language of the B2B world. Often the audience is made of engineers and purchasing agents who are in search of a specific part or service to fit a specific need. Your website must quickly show them how and why you’re the right choice. Looking for an Industrial or Manufacturing Website Design or Refresh? B2B website design must perform in one of the most competitive fields in the market today. Manufacturers are running leaner, smarter and more efficient than ever before. Defining what makes your company better is what Stifel Marcin does best. Give us a call and someone from our expert team will get in touch with you. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. See how our B2B website marketing services can elevate your manufacturing website for maximum return and reach out today.

Top 10 Ways to Elevate Your B2B Website Design Content

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Visitors to B2B websites have unique needs but need to browse through a lot of technical information to understand if your products or services are the right fit. Product specs, operating information, capabilities, and services must be presented quickly, while also communicating your company’s brand message and benefits. Most of our manufacturing clients operate in highly-competitive markets, so it is imperative that these companies’ websites perform at their best. While each company has specific needs related to their industry, the list below of B2B website design content is a good starting point when thinking about refreshing your site or developing a brand new website. Your B2B Website Design Content Checklist Looking for B2B Website Design & Development? Complete a form to request information or a proposal. We’re more than happy to talk about your site, your goals and what Stifel Marcin can do for your industrial, technological, medical or manufacturing website design and development project. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Since 2001, Stifel Marcin has offered industry-leading B2B website design expertise. Contact us and let’s talk about how we can help your business.

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